Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)

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Branding Strategies in the Luxury Goods Market: Managing Brand Identity, Customer Perception, and Competitive Positioning in a Saturated Market

Authors
Hieu Vo Minh1, *, Ngoc Truong Thi Hue1
1Greenwich University Vietnam, Ho Chi Minh city, Vietnam
*Corresponding author. Email: HieuVM@fe.edu.vn
Corresponding Author
Hieu Vo Minh
Available Online 16 October 2025.
DOI
10.2991/978-2-38476-470-9_9How to use a DOI?
Keywords
Luxury brands; Brand identity; Customer perception; Competitive positioning; Branding strategies; Brand extensions; Ingredient branding; Omnichannel marketing; Responsible luxury; Luxury market
Abstract

This study explores the branding strategies employed by luxury brands to manage their brand identity, customer perception, and competitive positioning in a saturated market. The luxury goods sector faces increasing competition, with new entrants and shifting consumer preferences challenging established brands. Through a comprehensive review of existing literature, this research develops a conceptual framework that links brand identity, customer perception, and competitive positioning to branding strategies such as brand extensions, ingredient branding, and omnichannel marketing. The study highlights the critical role of maintaining brand exclusivity while expanding product offerings and reaching new consumer segments. It also emphasizes the growing importance of responsible luxury and social responsibility in shaping consumer perceptions and driving brand loyalty. Practical recommendations are provided for luxury brand managers seeking to navigate the complexities of the luxury goods market, ensuring long-term sustainability and market leadership.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
16 October 2025
ISBN
978-2-38476-470-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-470-9_9How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hieu Vo Minh
AU  - Ngoc Truong Thi Hue
PY  - 2025
DA  - 2025/10/16
TI  - Branding Strategies in the Luxury Goods Market: Managing Brand Identity, Customer Perception, and Competitive Positioning in a Saturated Market
BT  - Proceedings of the International Conference on Contemporary Studies in Social Sciences (ICSSSS 2025)
PB  - Atlantis Press
SP  - 97
EP  - 108
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-470-9_9
DO  - 10.2991/978-2-38476-470-9_9
ID  - Minh2025
ER  -